Just in case you forgot who still wears the pants in the advertising world, it’s TV. According to USA Today, CBS has sold 90 percent of Super Bowl ads.
TV is still a shotgun-approach medium for advertisers, as they spray their messages in front of millions hoping to knock a few down. Digital, on the other hand, is sniper-oriented, targeting the right person at the right time with the right ad. Horizon’s David Campanelli says in the USA Today piece, “Put quite simply, [TV] works.”
Along with the TV buy, however, brands have figured out that the Super Bowl — and mega-events like the Oscars and March Madness — is a perfect storm of earned, owned and paid media. Commercial slots are falling between the $3.7 million and $3.8 million range, which is up slightly from last year’s $3.5 million spot on NBC. It’s good to be the king.
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SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
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The case for and against publishers continuing holiday-specific commerce coverage post-Black Friday weekend
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